In traditional print advertising it’s typical to start off with a headline, followed by a sub-header, a visual, some body text and finally the logo and fine print. The logo or name is near the bottom of the page because its not the most important thing.
Often those new to print advertising will place their logo on the top of the page and make it really big. They think their name is the most important thing.
Unless you’re really famous, like movie star famous, your name is a detail we’re not all that interested in, until we are interested in what you have to offer.
The same thing is true when you make a phone call and especially true when you leave a voice mail.
When I get a phone message that starts off with a name, followed by a company name, I assume this person doesn’t know me and is trying to sell me something. When I was at a position, where I was getting a few sales calls per day I would simply delete the message after they said their name, before they even got to the point of why they were calling. Their name was not important to me.
When you need to leave a voice mail for someone who doesn’t know you, try to lead off with something other than your name, like why you are calling. The idea is to grab their attention and peak their interest so they will listen to the rest of the message. Put your name down, at the end.
For example:
I see from the Chamber Directory that you offer accounting services; I'm wondering if you could tell me more specifically about what you do. My name is Mary Smith and I can be reached at (123) 456-7890.
Or…
I see from your website that you offer printing services. I have a question about that, when you have a moment, please call me back at (123) 456-7890. I’m John Smith. The number again is (123) 456-7890.
Or perhaps you have met them briefly. Please don’t expect them to remember you. The person you’re calling will appreciate a few specific details, which will help them “pull up your file” in their brain.
For example:
We met at the recent small business mixer, I’m the gal you spoke to about the color of the flowers, in the red dress – Sally, Sally Smith. It would be great if we could finish the conversation about your business over coffee. You may reach me back via phone or text at (123) 456-7890.
The job, if you will, of the phone call is usually to get a call back. Before you leave your next message think about what headline or lead off line you could use that will be compelling enough for the receiver to keep listening and then take action.
